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Case study: Sainsbury’s

Inspiring a 160,000-strong workforce and suppliers with lively, people-led content

  • Revitalising a much-loved, 70-year-old colleague magazine.
  • Producing monthly content for OurSainsbury’, the colleague intranet.
  • Creating a new digital communication called Working Together for suppliers.

When you’re on a mission to become the UK’s most trusted retailer, motivating your employees and suppliers is critical to success.

But in the competitive, ever-changing retail world, informing and inspiring frontline employees to be the best they can be requires high-quality engagement channels – and that’s where we came in.


Bringing our strategic, content, design and digital skills to bear, we’ve helped deliver three of Sainsbury’s main communication channels.

The first is The Journal, a fast-paced people magazine aimed at all colleagues. We revamped the 70-year-old publication in early 2017 with modern designs, dynamic creative concepts and a blend of fun content, stylish colleague photography and imaginative illustrations.

This cut-through channel is complemented by the company’s intranet and chief internal hub for communication and support tools. Working closely with the Sainsbury’s Internal Communications team, we’ve delivered strategically-led, regular monthly written and graphical content for this channel.

In addition to this and other specialist employee communication campaigns, community activity and peak seasonal periods like Christmas, we also created a third new digital channel for supply partners called Working Together. The aim of this microsite is to share ideas and best practice among suppliers, promote collaboration and develop greater understanding about Sainsbury’s quality standards.


“We’re really pleased with the new-look Journal. As well as crafting a smart and fresh new design, the 44 team has raised the bar creatively too, making nice use of illustrations and photography to bring our key colleague messages to life.”

Internal Communications Manager, Sainsbury’s
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